Some products are more than what you wear. They are a statement, a way of life, a piece of subculture to put on. When Berlin music label PAN presented its first collaboration with one of the world's most iconic sports brands at Milan Design Week 2025, it was about exactly that: a sneaker that gives shape to Berlin's long, dark techno nights. Our contribution was the detail that completes the story, a finely crafted metal pendant that gives the shoe its finishing touch.
Services provided:
Design
Production
Packaging
The Air Max 180 first launched in 1991 and, thanks to its breathable mesh, quickly became the shoe of an entire generation of ravers, sturdy enough to last a night on the dancefloor. For its comeback, the brand brought PAN on board, a label that doesn't just reference this world but comes from it. Inspired by Berlin's pulsing club scene, the new edition embodies the feeling of the hour between dusk and dawn: uncompromising, reduced, real.
Our contribution was a metal pendant that draws directly on the visual language of the night. In its shape and feel, it echoes the iconic key fob of old motels, the kind of object you hold in your hand in the early morning hours. Crafted from polished metal and attached to the laces by a ring, its face carries the engraved figure of Pan, the mythological namesake of the label. This turns the pendant into more than an accessory; it becomes the common thread running through the entire story: brand, myth and club culture in a single piece of metal.
It's exactly these details that decide whether a product is worn or kept. The metal pendant makes the Air Max 180 more than a shoe: an object that tells the story of how it came to be, and tangible proof that precision craftsmanship and subculture belong together. For us, this project confirmed that our eye for detail works precisely where brand worlds meet.
